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I’m surprised that so many people are missing this. Google and Facebook may come off better than most tech companies, but surely the real winners must be whoever was not relying on your personal data to begin with? E.g. tv, radio, and print.

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If people are on the internet, they're not going back to radio because of GDPR.

People who purchased internet advertising because they were sold on being able to narrowly target their niche demographic might now instead purchase radio ads.

That is not what I’m getting at at all. I’m referring to the changes in relative value of different advertising channels post GDPR.

But the return on ads is based on absolute value, not relative value. It would be irrational to spend more on radio when radio doesn't change.

I don’t know that ad budgets are allocated perfectly rationally. My understanding is that it more often works like: “marketing department, here is XX million. Do your best with it.” Add to that the lack of perfect information about impact and penetration, and it’s hard to determine absolute value.

Not perfectly. But over time they tend to go with what produced returns.

But yes, I suppose in the short term budgets will be fixed and some may try radio etc again

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